Fitur 2026 boosts tourism and energizes Madrid’s economy

Fitur 2026 boosts tourism and energizes Madrid’s economy

28-01-2026

The International Tourism Trade Fair (FITUR) 2026, held at IFEMA Madrid from January 21 to 25, once again demonstrated its remarkable convening power and its relevance to the economy and tourism at both national and international levels. Closing its 46th edition with results reflecting a notable socio-economic impact, the event welcomed more than 255,000 visitors over five days. In doing so, the fair consolidated attendance figures among both industry professionals and the general public, while generating an estimated economic impact of €505 million for the city of Madrid, surpassing the previous year’s results and confirming FITUR as a key driver of activity and global visibility for the tourism sector.

From the outset, FITUR 2026 posted figures that matched—or even improved upon—recent editions. During the days dedicated to industry professionals, the fair once again secured a strong participation base with around 155,000 professional visitors, including travel agents, business leaders, public officials, and international experts. This represents international attendance growth of close to 12%, in line with the comparable increase in international exhibitors. Meanwhile, the weekend open to the general public drew approximately 100,000 visitors, reinforcing FITUR’s importance as a meeting point for specialized audiences and travelers interested in the latest tourism trends.

The total economic impact of the 2026 edition reached €505 million, a figure that not only exceeds the €455 million recorded the previous year, but also translates into an 11% revenue increase for the city of Madrid. This outcome highlights the event’s efficiency and quality in terms of economic return, benefiting both the tourism industry and the local and regional economy. In addition, this activity directly supports the maintenance of around 3,753 jobs, including direct and indirect employment linked to the event itself and the related activities generated during the fair week.

Beyond the numbers, FITUR 2026 once again underscored the momentum of the global tourism industry, strengthening its role as a strategic platform for promotion, dialogue, and international cooperation. The fair brought together more than 10,000 companies from over 161 countries, with official institutional representation from more than one hundred markets—further confirming Madrid’s position as an epicenter for business opportunities and networking within the international tourism sector.

This edition also stood out for its ability to incorporate innovation and emerging themes into its activities and content. The “Knowledge Pavilion” was consolidated as a central pillar of the fair, hosting conferences, panels, and debates addressing essential issues for the future of tourism, such as sustainability, digitalization, inclusive tourism, and new market niches. Through more than 200 sessions and the participation of over 250 speakers, this space fostered the exchange of ideas and the analysis of trends shaping both the present and the future of the industry.

Likewise, FITUR 2026 maintained its commitment to thematic diversity by integrating dedicated sections focused on accessible and inclusive tourism, sustainable tourism, and the promotion of segments such as experiences and culture. It also explored the intersection of tourism, technology, and talent, reaffirming the multi-sector approach that characterizes the fair.

The opening of the event was marked by a gesture of solidarity from the tourism sector, which observed a minute of silence in memory of the victims of recent railway accidents—an act that highlighted the sensitivity and social cohesion of the tourism community within the context of a professional celebration.

Looking ahead, IFEMA Madrid is already working on preparations for FITUR 2027, in which Puerto Rico will be the partner country. This points to new opportunities for international collaboration and for projecting tourism toward emerging markets, further consolidating the fair as a global benchmark forum for innovation and the sustained development of the industry.

FITUR 2026 not only reaffirmed its leadership as one of the world’s foremost tourism trade fairs, but also once again demonstrated its ability to adapt and grow—generating economic impact, strengthening international networks, driving dialogue on sector trends, and bringing renewed dynamism to both Madrid’s and Spain’s economy.

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